According to the Chronicle of Philanthropy post, the donate button functionality is different in this broader launch. For partner organizations, the button allows users to donate directly through Facebook by providing payment processing inside of Facebook. With the wider launch, potential donors are taken to the charity’s own website after a Facebook disclaimer that says the charity is not endorsed by or affiliated with Facebook. It makes me wonder if that might work against fundraising conversion, with some people thinking it is a scam.

It will be interesting to hear from ALS colleagues about the results of their campaign the second in general and more specifically how the Donate button performed for conversions and whether it should become a standard part of the fundrasier’s tool box. With the giving season right around the corner, I’m sure lots of nonprofits will test it. Facebook will no doubt iterate. And we’ll get some new insights.

What has your experience been with using Facebook Ads for fundraising? Will you be testing the Donate Now button for an upcoming fundraising campaign? Do you think Facebook missed the mark or is the jury still out?

26 Responses

I’m always a skeptic with these types of things, but I was shocked that when we first started using the “sign up” call to action button, we got hundreds of new action takers each month. So I guess the lesson is if its there take advantage, just don’t expect it (or anything else) to be a silver bullet.

Exactly, John and Carrie. Looks like the CTA “Give us money” is less effective than “Give us permission to communicate with you.” So, you have to place Facebook on the right rung of your ladder of engagement or donor pyramid.

I also think the disclaimer might influence conversions negatively – but we’ll have to wait to see if Facebook tests/iterates on that – and, of course, will be exciting to her from ALS and their results.

Very late leaving a comment here – I keep reading that Facebook is so effective for animal rights organizations, but not so much for other organizations that don’t have cute puppy pictures to post. Do you think that part of Carie’s great response is not just that it was the appropriate ask, but also that she works for the Humane Society? Are there examples of other organizations–not related to animals–that are similarly having very good results? Thank you!